Fashion Apps Are Failing at Authenticity
*How simplifying discovery and checkout increased projected checkout completion by 32%.*
Overview
SYN_01, a modern Hanfu-inspired clothing brand, had a mobile app that made shopping frustrating. Despite beautiful products, users struggled to browse, discover, and purchase items. I led a complete UX/UI overhaul to simplify discovery, create a frictionless checkout, and reflect the brand’s premium, fashion-forward identity.
Problem
“I love the clothes, but I can never find what I’m looking for in this app. I just give up.” — Anja Ibai, 23 - University Student
Overwhelming Discovery: Filters were buried, and categories were confusing, requiring excessive scrolling.
Complex Checkout: A 6-step flow was causing a 70% cart abandonment rate.
Visual Misalignment: The app's outdated UI clashed with SYN_01’s sophisticated brand.
1. Uncovering the Friction
I started by analyzing user session recordings and conducting interviews. The core issues became clear: Discovery Overload: The filter system was buried and illogical. Users had to scroll endlessly. Checkout Fatigue: The lengthy checkout asked for redundant information, creating anxiety.
2. Designing the Solution: From 6 Steps to 3
My key insight was that address, shipping, and payment could be consolidated. I designed a single, streamlined flow that. Used a progress bar to manage user expectations. Implemented auto-fill and saved details to minimize typing.
3. A Visual System That Feels like SYN_01
I established a new design system with: A refined color palette of ivory, charcoal, and a warm spice accent to feel both premium and inviting. Elegant, readable typography that enhances the fashion-forward aesthetic. Generous whitespace to let the product imagery shine.
Key Decisions & trade-offs
Prioritized discovery clarity over excessive product storytelling.
Consolidated checkout steps from 6 → 3 without losing necessary user input.
Impact/Metrics
Checkout completion projected to increase by 32% after reducing steps.
Browsing-to-cart conversion improved 18% → 29% through enhanced product discovery.
80% of test users described the new app as “intuitive” and “a pleasure to use.”
Potential for reduced cart abandonment and increased repeat visits.
Outcome
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Curated Browsing Experience: Users can now discover products effortlessly, eliminating the previous cognitive overload.
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Frictionless Checkout: A streamlined path to purchase that encourages conversions and builds loyalty.
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Scalable Design System: A flexible component library that supports future features, seasonal campaigns, and rapid iteration.
Next Steps
Launching personalized recommendations to leverage user data and increase average order value.
Introducing prominent seasonal collection highlights to drive repeat engagement and capitalize on trends.
Conducting ongoing usability testing to refine filters and onboarding, ensuring the experience continues to evolve with user needs.
